Williams Agricultural Engineering

Founded in 2005 by Adam Williams and based in Ravenstonedale near Kirkby Stephen, Cumbria

Challenge

Trading for over 10 years as a successful Agricultural Engineering business, a website was never felt to be entirely necessary. Popular through word of mouth the business had grown from strength to strength, expanding to providing agricultural supplies from key manufacturers in what is a remote but heavily rural area around Ravenstonedale near Kirkby Stephen, Cumbria. Despite a trial on Facebook in promoting the business and making online sales, the business owner felt over-whelmed by the popularity online and closed down the page, unconfident in managing the business’s online presence.

With the business continually evolving, becoming key dealers for a number of agricultural suppliers, and outgrowing its locality, reconsidering the online presence of Williams Agricultural Engineering seemed appropriate. It also seemed pivotal in reaching a wider audience. The appetite was there to explore the online potential of the business but it would have to be a steady approach which was manageable and, most importantly, worthwhile. With surprisingly no online presence whatsoever, not even on directory sites such as Yell or even on Google My Business, we were really starting from the ground up.

Our Solution

With an enthusiasm for the success of the site, we quickly put the wheels in motion to have Williams Agricultural Engineering acknowledged online as a legitimate business, and to do that we went to the source - Google. Immediately setting up a holding page, we also listed the business on Google My Business plus relevant business directories, with local SEO a key consideration, in getting the new website SEO (search engine optimisation) ready.

An important factor in building this website was getting across all facets of the business.As a true entrepreneur, Adam Williams has an enthusiasm for his line of work, offering a number of engineering services, alongside supplying a wide range of machinery from key suppliers such as AGCO Parts and Blaney Agriculture. Managing to build a simple website which also had all of this key information readily available took advanced planning in terms of the layout and structure.

With some enthusiasm to sell online but a realistic understanding that deals for this type of equipment are rarely done in this manner, new and used equipment is available on the site with a product enquiry call to action, encouraging a phone call rather than email. Despite branching out online it felt important to also maintain what makes rural businesses such as this one so successful, and as we have found out with many agricultural websites that we’ve built that really it’s being able to chat and communicate properly, which ends in the best results.

Most surprising about this project? Having to convince Google about the existence of Williams Agricultural Engineering, Adam Williams himself and the address where the business is based (very rural!). It was truly was a case of global tech business meeting a rural business which has succeeded and grown over a number of years through word of mouth rather than Google Search. The irony? That they rank first for many of their key search terms and they definitely appear on a Google Maps… you just have to look that little bit off the beaten track.